Book description
This book provides a clear practical introduction to shareholder value
analysis for the marketing professional. It gives them the tools to
develop the marketing strategies that will create the most value for
business. For top management and CFOs the book explains how marketing
generates shareholder value. It shows how top management should
evaluate strategies and stimulate more effective and relevant marketing
in their companies.
The original essence of the first edition has been maintained but
obvious areas have been updated and revised, as well as, new areas
such as technology have been addressed. The second edition of this
book has been written by a ghost writer who has fully updated,
enhanced and replaced statistics, case studies and other outdated
content with the help of a select advisory panel, each of whom has
acted as a subject expert, a guide and as part of a steering committee.
The highly prestigious panels of contributors include:
Jean-Claude Larréché - INSEAD
Veronica Wong - Aston Business School
John Quelch - Harvard Business School
Susan Hart - Strathclyde Graduate Business School (SGBS)
Michael Baker - Emeritus Professor SGBS
Tim Ambler - London Business School
Tony Cram - Ashridge
Table of Contents:
PART I
Principles of Value Creation
1 Marketing and Shareholder Value
2 The Shareholder Value Approach
3 The Marketing Value Driver
4 The Growth Imperative
PART II
Developing High-Value Strategies
5 Strategic Position Assessment
6 Value-Based Marketing Strategy
PART III
Implementing High-Value Strategies
7 Building Brands
8 Pricing for Value
9 Value-Based Communications
10 Value-Based Marketing in the Digital Age
Peter Doyle was internationally recognized for his
teaching and research on marketing and business strategy. He was
Professor of Marketing and Strategic Management at the University of
Warwick Business School. Previously he held positions at the London
Business School, INSEAD, Bradford and Stanford Universities.
He is the author of numerous papers which have appeared in most of
the world's top journals including the Journal of marketing,
Journal of Marketing Research, Management Science and the
Economic Journal. His other recent books are Marketing
Management and Strategy and Innovation in Marketing.
He acted as a consultant to many of the most famous international
companies including Coca-Cola, IBM, Nestlé, Cadbury-Schweppes, British
Airways, Mars, Johnson & Johnson, Unilever, Shell, BP Amoco,
AstraZeneca, Norvatis, 3M, Saatchi & Saatchi and Wal-Mart. He has
also advised such professional bodies as Britain's Cabinet Office, the
Institute of Chartered Accountants, the Institute of Directors, the
CBI, the Pacific-Asian Management Institute and the Singapore
Department of Trade.
During his career, Peter Doyle ran executive programmes for senior
managers throughout Europe, the United States, South America,
Australia and the Far East. He was voted 'Outstanding Teacher' on
numerous university and corporate courses. He held a First Class
Honours degree from the University of Manchester and an MBA and PhD
from Carnegie Mellon University, USA. His research twice led him to be
awarded the President's Medal of the Operational Research Society and
the Best Paper Award of the American Marketing Association.
